After your communication and marketing efforts are underway, board members, donors, and
other interested parties may ask you a probing question: “What did all this work
accomplish?” It’s a valid question, because evaluating the impact of your
efforts – and making the necessary adjustments – should be an ongoing part
of any communications program.
Some questions to ask about your organization’s communications
How will we know we are having an impact?
Are there different indicators for short-term and long-term impact?
Are our outcome goals in line with our theory of change?
What specific actions/beliefs/outcomes will we monitor as indices of improvement?
Have we set our goals too high for the budget associated with our campaign